The Context: What’s Changing

摘要: Among the macro trends affecting global businesses are rise of emerging markets, shifting demographics across and within countries, accelerating technological changes, continued globalization trade, evolving organizational forms, changing nature assignments. Henson discusses various strategies used by firms to gain competitive advantage in light these trends. Research indicates that one these, transnational strategy, will likely be most viable for multinationals. proposes several questions organizations assess extent which they making progress toward implementing this strategy.